Business for Diplomatic Action global research findings 09.2005

1. Business for Diplomatic Action global research findings 09.2005

2. our objective gain a better understanding of how americans and non-americans currently perceive the united states

3. our methodology • an online survey among TAG’s MU30 and McCann Worldgroup's MO30 community was fielded during the week of August 22, 2005 • 526 total respondents • MU30 (mccann employees under the age of 30) 93 us, 15 canada, 30 apac, 42 europe • MO30 (mccann employees over the age of 30) 170 us, 34 canada, 57 apac, 85 europe *** a note on the respondents: latam, middle east and africa could not be included due to technology issues that impacted the distribution of the survey

4. key learnings • perceptions of america are changing for the worse • perceptions of the american people have not been as negatively impacted by anti-americanism as the perceptions of america in general • anti-american sentiment stems from three key factors • americans and non-americans share similar ideas about how to improve the image of america • whether directly related to anti-americanism or not, america is no longer the only source for cool

5. key learning 1 • perceptions of america are changing for the worse

6. Non Americans Americans a majority of americans and non-americans describe their opinions of the united states, the bush administration and u.s. foreign policy as less favorable than 5 years ago Q: compared to five years ago, would you say your attitudes and opinions are becoming more favorable, less favorable or staying about the same, concerning the following issues:

7. while most people think that anti-americanism is a problem, even more americans perceive it to be very serious than non-americans Q: in general, how serious would you say the problem of rising anti-americanism is? is it very serious, not at all serious or is it not even a problem in the first place?

8. of americans, those over 30 perceive the problem of anti-americanism to be more serious than younger americans Q: in general, how serious would you say the problem of rising anti-americanism is? is it very serious, not at all serious or is it not even a problem in the first place? this difference in perception is perhaps due to the generally more optimistic nature of gen y versus previous generations and the increased amount of time older americans spend watching/ reading the news 44% of people older than 30 watch network news compared to only 18% of people under 30 - simmons spring 2005

9. a majority of all americans want to help change these negative perceptions of america Q: if you believe that anti-americanism is a problem, would you get involved to help change people’s opinions?

10. young adults under 30 are more willing to get involved to change people’s negative opinions even though they perceive anti-americanism to be a less serious problem than their older counterparts Q: if you believe that anti-americanism is a problem, would you get involved to help change people’s opinions?

11. despite the fact that most americans think anti-americanism is a major problem and are willing to help improve america’s image, they perceive it to be less serious than many domestic issues Q: if you believe that anti-americanism is a problem, how does it compare with other issues? is anti-americanism more serious, less serious, or about the same as the following?

12. however, anti-americanism is perceived to be more serious than issues that historically have been about individual choice Q: if you believe that anti-americanism is a problem, how does it compare with other issues? is anti-americanism more serious, less serious, or about the same as the following?

13. key learning 2 • perceptions of the american people have not been as negatively impacted by anti-americanism as the perceptions of america in general

14. while non-americans have increasingly negative perceptions of the united states, the bush administration and u.s. foreign policy, a majority of these people do not hold the average american citizen responsible “america is in fact free and that each individual american is not responsible for its government’s foreign policies" -europe mu30 “currently the public face of america is the bush administration, which appears to be full of arrogant, self serving, right wing fundamentalists who seem to think that everybody should think the same way. luckily, most people know that there is another face to america” – europe mo30 Q: compared to five years ago, would you say your attitudes and opinions are becoming more favorable, less favorable or staying about the same, concerning the following issue:

15. key learning 3 • anti-american sentiment stems from three key factors • unilateral actions of the united states • misunderstandings of cultural differences • economic greed

16. many americans and non-americans of all ages find the unilateral actions of the united states to be overly aggressive • “america is always the ‘exception’ to the rules” – us mu30 • “president bush is seen, literally, as a go-it-alone cowboy in many parts of the world. the iraq war and the kyoto protocol are two main examples” – us mo30 • “despite the historic approach of ‘live and let live,’ the bush administration gives the impression [that they are trying] to reign the world” – europe mo30 • “the american government is forcing itself on anyone and everyone. it’s very barbaric in a sense. it’s why people hated the vikings! people fear that they will be next, especially if they aren’t westernized” – us mu30

17. the perceived lack of understanding about other cultures is a cause for concern among americans and non-americans • “a lack of understanding and sensitivity to the complexity and diversity of other global cultures and total disregard for other country’s points of view [is at a major reason for anti-americanism]” – europe mo30 • “most americans are never exposed to what is happening in the rest of the world as the news media almost never covers world issues” – us mo30 • “americans believe america is the world and have no desire to exist outside those boundaries” – apac mo30

18. the u.s. is perceived to be driven by economic greed… • “mega-corporations are primarily concerned with their own financial interests, and since they are mostly u.s. based they give an unfavorable view of the u.s. at large” – us mu30 • “the u.s. appears to the general public that these wars are for the good of the people/ world and fighting some kind of evil, but it’s very transparent that the real reason is financial gain” - mu30 europe

19. however, emerging economies have a more favorable impression of u.s. companies than mature economies mature economies “i prefer not to go to starbucks or mcdonalds as i feel they reflect the capitalism and commercialism of the us” – uk mu30 “i try not to support starbucks (although i personally love it...) because it feels as aggressive as american policy... like it is saying... ‘we got the money and the idea so we'll executed, even if it kills other cafes with great history and originality’”– germany mo30 v. emerging economies “mcdonald’s, they’re always the good citizens that separate themselves from political movements and donate locally” – thailand mo30 “coke has continuously supported the local community. they are good corporate citizens” – malaysia mo30

20. key learning 4 • americans and non-americans share similar ideas about how to improve the image of america • promote cultural education • make sure the u.s. gets credit for the good it is doing • showcase america’s people, not its politicians

21. cultural education should work both ways Q: president bush has recently appointed a new secretary for public diplomacy to help improve perceptions of america abroad. if this new secretary asked for your suggestions as to what they should or should not do to improve america’s reputation around the world, what would you tell them? • “educate their people to be less oblivious to other nations and countries. if we can learn about them, why can’t they learn about us?” – apac mu30 • “there is a need to express acceptance of other cultures and educate the american public about other places. part of the reason people don’t accept things or like them is because they don’t understand them. the same goes for abroad. education is key” - us mu30 • “some people don’t understand the american culture & freedoms we have. i think most americans (again particularly younger americans) are more accepting of other cultures, lifestyles, etc. whereas some other cultures have more similarities so they don’t really understand our individuality”  - us mo30

22. make sure the u.s. gets credit for the good stuff it is doing Q: president bush has recently appointed a new secretary for public diplomacy to help improve perceptions of america abroad. if this new secretary asked for your suggestions as to what they should or should not do to improve america’s reputation around the world, what would you tell them? • “soften the image of usa by downplaying the arrogance and promote the fact that the usa spends billions of dollars on aid around the world to help developing, ravaged or war torn nations and defending democracy” – apac mo30 • “as proven by the indonesian tsunami efforts, the easiest way to promote goodwill is by helping the citizens who have been affected by disasters, poverty, epidemics or campaigns of genocide… by providing food, medicine, or relief efforts it will demonstrate the united states commitment to humanity” – us mu30

23. focus more attention on contributions made by american citizens, not its politicians Q: president bush has recently appointed a new secretary for public diplomacy to help improve perceptions of america abroad. if this new secretary asked for your suggestions as to what they should or should not do to improve america’s reputation around the world, what would you tell them? • “politicians are not our best face to put forwards when it comes to representing ourselves to other nations... work on grass roots efforts to get the real people of america involved so they can connect with the real people in these other nations" - us mu30 • “the american women’s association is a group of expatriate women, who are very involved in social causes in singapore for many, many years. their commitment to the poor, the elderly and animal welfare associations is nothing short of exemplary" - apac mo30 • “focus on the american people and their similarities to the people in the rest of the world instead of the american government and foreign policy” – us mu30

24. key learning 5 • whether directly related to anti-americanism or not, america is no longer the only source for cool

25. countries outside of the u.s. are having a more influential role in shaping popular culture “american brands become a little bit outdated. so the reason for changing habits is not the image of u.s. as such. german brands like puma and adidas, alprausch etc. became cooler” - europe mu30 “korean movies have surpassed most foreign movies (americans in particular) in quality and popularity since late 90s” – apac mo30 “it’s because current american pop culture is not as dynamic as other countries. british music for instance is more interesting and moving forward. asian fashion and technology is more fascinating. also european culture and sports are astonishing and more relevant” – apac mo30 “the point is the world is changing, people are changing, cultures are changing – and america is not the all-time god of good” - europe mo30

26. non-americans are increasingly supporting “local” brands • “i have become more interested in korean music and tv programs, ‘cos it’s an asian culture which is closer to my culture” – apac mu30 • “i’ve not consciously changed my purchasing habits although i do not tend towards american brands specifically. i try to buy locally produced goods wherever possible” – europe mo30 • “nowadays greek music is not so ‘oriental’ and ‘ethnic’ anymore but combines pop sound and ethnic characteristics as well. last but not least greeks become more and more proud of their nationality” – europe mo30

27. in summary • perceptions of america are changing for the worse • perceptions of the american people have not been as negatively impacted by anti-americanism as the perceptions of america in general • anti-american sentiment stems from three key factors • americans and non-americans share similar ideas about how to improve the image of america • whether directly related to anti-americanism or not, america is no longer the only source for cool